- Nov 29, 2022
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It seems the Google Ads team never stops innovating. This time, the search giant is testing a new ad format in search results, adding extra links beneath and beside the main headline. For affiliate marketers, this change could open both new opportunities and new challenges. Let’s take a closer look at what’s being tested and how to make the most of these updates to maximize campaign performance, even in highly competitive niches.
Additional Links and Labels Near the Main Headline
Google is experimenting with placing an extra link directly beneath the primary headline link in a search ad. Traditionally, these links were generated from Google Ads extensions and appeared below the description, not under the main title itself.
In some regions, additional labels have also been spotted to the right of the title—after a divider symbol—showing categories such as “Accredited Degrees” or “Industry Leaders.” These classifications appear to be automatically assigned by Google’s algorithms to group advertisers by business type or reputation.
These changes were first noticed by several industry experts, including Anthony Higman, John Cottrell, Barry Schwartz, and Gagan Khotra, who shared their findings online. While the new format looks slightly unusual, it could have a noticeable impact on click-through rates (CTR).
Impact on Conversion and How to Leverage the New Attributes
It’s still too early to determine exactly how the additional links and advertiser categories will affect conversions. Much depends on the niche, the offer being promoted, and the audience’s intent.
On one hand, more clickable elements can draw extra attention and improve CTR. On the other hand, users might click on the secondary links instead of the main call-to-action, which could negatively impact landing page conversions. Ultimately, the results will depend on how advertisers utilize these features and whether Google decides to measure CTR collectively or introduce separate metrics for these new link extensions and labels.
If this format becomes permanent, advertisers should focus on relevance and structure from day one. Since Quality Score remains one of Google’s key ranking factors, every additional link should remain contextually relevant to the main headline and landing page content. Randomly adding unrelated links can harm performance. The most effective way to identify strong combinations of titles, descriptions, and extensions is through A/B testing.
Besides CTR, Quality Score, and conversion rate (CR), advertisers should also monitor other engagement metrics to understand the true impact of these new elements on overall campaign efficiency.
Opportunities and Challenges for Affiliate Marketers
For traditional advertisers with straightforward products or services, these new attributes may simply improve ad visibility. But for affiliate marketers working in complex or high-risk niches, the update is a double-edged sword.On the one hand, new link placements can offer creative ways to diversify messaging and funnel user attention. For instance, a marketer could use a more compliant headline while adding links that lead to more targeted or aggressive offers deeper in the funnel. However, this approach still carries a higher risk of ad rejection or account suspension.
Affiliate marketers should be prepared for closer scrutiny from moderation systems. Experimental formats often attract additional review, especially during the early testing stages when Google evaluates their real-world impact. Moreover, setting up and optimizing campaigns with new ad structures may require more testing time and budget than standard ad formats.
Minimizing Risk When Testing New Ad Formats
For affiliates, working with reliable advertising accounts remains crucial, especially when testing new, potentially unstable formats. Using trusted agency-level Google Ads accounts with clean histories can significantly reduce the likelihood of bans or restrictions.Such accounts typically offer higher spending limits, better platform trust, and faster campaign approval times. They also allow marketers to scale campaigns more confidently, test new formats without constant disruptions, and maintain stronger ROI over time.
Trusted accounts and clean campaign structures also tend to yield better CPC rates and ad positions in auctions—factors that are particularly important when working in competitive industries like finance, health, or dating.
Conclusion
Google continues to evolve its advertising ecosystem, introducing new tools and features aimed at improving performance and relevance. The addition of secondary links and category labels in search ads could meaningfully reshape how users interact with ads and how marketers structure their campaigns.For affiliate marketers, success will depend on preparation—staying adaptive, testing new formats strategically, and maintaining high-quality ad assets. Those who invest in strong account infrastructure and data-driven optimization will be the first to benefit when these experimental features officially roll out across Google Ads.
